Social Selling: The Rules We Follow and Don’t

Let’s talk about Social Selling — the cool new kid on the sales block that’s shaking things up big time.

Imagine this: you’re scrolling through LinkedIn, minding your own business, then bam! Another generic sales pitch slides into your DMs. Yawn, right?

Well, that’s exactly what Social Selling is trying to fix. It’s all about ditching the robotic “Buy my stuff!” 😆🤪 approach and actually getting to know people.

The Universal Formula for Social Selling

One of the key takeaways from my experience is a universal formula that holds true in the new digital realities:

Content + Engagement + Trust = Monetization.

Please, don’t forget the stages’ concurrence, as it’s often seen how business owners want to get quick results with content.

And not only 🤨😏.

My Key Insights:

1. Everything in the digital world starts with content. If you’re not present on the internet with valuable content, it’s like you don’t exist at all. Think about the LinkedIn and the digital footprint you leave on the Internet overall.
2. Follow the formula of the 4A Formula for Effectiveness:

• Activity: post at least once a week to be in the top 1% of users.
• Authenticity: always be yourself. Authenticity is timeless.
• Accessibility: be approachable and responsive.
• Long-term Engagement: work and sell with a long-term perspective, aiming to build networking.

Algorithm for Building Social Selling through LinkedIn

#1 Aim to Showcase Yourself, Not Sell

Since Social Selling is about human interaction, consider what values you convey to your audience. Are you a young company with cool ideas and unconventional solutions? Or, conversely, are you a business with well-established processes that allow you to quickly accomplish tasks? Brainstorm with your team and find the answer for yourself and be synchronized.

Once you know who you are, it will be much easier to create a content strategy and connect to the audience.

Networking NO-NOs

Remember: you’re dealing with humans, not just LinkedIn profiles.

Form relationships over time. Here are a few things you should avoid doing right after you connect with someone:

• Pitch a project or yourself.
• Ask for an opinion or a comment on your project.
• Ask for some service for you. Even a minute of their attention.
• Text open and vague questions about the industry or yourself.
• Ask for a meeting or a call immediately, without a proper person-to-person communication.

#2 Optimize Your LinkedIn Profile on a Maximum

90% of the profiles I see on LinkedIn are empty or not optimized. There is no or bad quality photo, no listed experience, no keywords, projects, recommendations and so on.

But you only have about 5 seconds to grab someone’s attention. So why not do it with a well-optimized profile? What should be included:

• Clear photo showing your face.
• Cover image indicating what you do.
• Brief description of yourself as a professional.
• Contact information.
• General information (past work, activities, etc.).
• Specializations (your professional skills).
• Recommendations from colleagues and partners.
• Additional materials (your articles, projects, achievements).

You can take my profile (Natali Trubnikova), as an example.

#3 Craft Your Ideal Customer Profile (ICP)

In 2024, if you’re still saying your potential client is “anyone,” you might as well be telling a dad joke. Sure, anyone could buy an apartment in Stockholm, but let’s get real – needs and budgets vary wildly. Family folks might be eyeing those kid-friendly neighborhoods at a decent price, while tech geeks are all about the fancy infrastructure and couldn’t care less about the cost. If you haven’t nailed down your Ideal Customer Profile yet, it’s high time you did.

And here’s the kicker – don’t just focus on describing companies. Get to know the actual humans working there.

Here is the example from my ICP table on the level of account (company) as well on the level of the lead (person).

#4 Grow Your LinkedIn Business Network

Lead generation on LinkedIn isn’t a set-it-and-forget-it deal. It’s more like tending a garden – constant work, but oh so rewarding. To see results, you’ve got to expand your network with quality contacts. And no, it’s not just about sending out invites like they’re party flyers. It’s about meaningful interactions. Here’s our secret sauce:

• Build a contact list based on your Ideal Customer Profile. Think of it as your guest list for the coolest party in town.
• Create a “script tree.” We personalize our messages as different companies / people have different needs. Pro tip: Think about what action you want the person to take and tailor your script accordingly.
• Send out those connection requests. But make them count!
• Show some love. Comment on posts, react to updates, keep tabs on what your targets are up to. It’s a great excuse to strike up a friendly chat.
• Communicate, communicate, communicate. First, we catch their eye through engagement and killer content. Then, we slide into a dialogue and start building that trust. It’s like dating, but for business.

#5 Create Client-Centric Content

Let’s face it – a lot of companies are stuck in the “me, me, me” rut when it comes to content. They’re all about tooting their own horn, bragging about their awesome services and rapid growth. But here’s the thing: there’s not a peep about the actual client.

Reality check: nobody gives a hoot about how many deals you’ve closed. What they care about is how you’re solving their problems. That’s the golden nugget you should be shouting from the rooftops in your content. Here’s what’s working for us:

• Expertise (from the client’s perspective, not your ego trip)
• Value bombs (tips, recommendations, the good stuff)
• Bite-sized presentations (like what’s new in your industry)
• “How to” content (because everyone loves a good tutorial)
• Stuck for ideas? Here’s a wild thought – ask your potential clients directly. Slide into their DMs or whip up a quick poll. Crazy, right?

The Importance of Being and Behaving Natural & My Personal Tips from the Experience and Observations

In the realm of social selling, being natural cannot be overstated. People crave genuine connections, and authenticity is your greatest asset. Here are some vital points to remember:

• Be Yourself: show your personality, share your diverse knowledge and interests. Be the kind of person others would love to have a beer with.
• Focus on Decision-Makers: always try to connect with the decision-makers, or get a reference to them. Initiating projects that involve decision-makers can significantly improve your chances of success.
• Simplify Complex Concepts: most people are not technical. Learn to explain your points using comparisons, memes, and associations.
• Preparation is Key: before any meeting, conduct thorough lead research. Think about the value you can provide in advance.
• Problem-Solving Mentality: adopt the mindset of “How can I solve their problem?” If you’re unaware of their problem, find ways to learn about it through research and personal communication.
• The Giving Mentality: focus on giving before you ask for something in return.
• Active Listening: show genuine interest in the other person. Listen actively, understand their points, and show that you care about their concerns.
• Industry Knowledge: stay updated with industry trends and observations. Start conversations based on your research. Instead of saying, “We do this,” ask, “Do you also see this with your clients?” or “What is your experience with this?”

Final Words

By following these guidelines, you can create a strong, authentic presence on LinkedIn that resonates with your audience and drives meaningful engagement.

Ready to take advantage for your business?

Contact us, and we will find 5 Quick Wins for your business, that are easy to implement and it drastically improves the result.